michael shilling blogging talk the digital imaging show birmingham 2014
DESCRIPTION
Slides from photographer Michael Shilling's Blogging and content marketing masterclass at The Digital Imaging Show Birmingham 2014TRANSCRIPT
Create a content marketing machine to drive the right sort of
targeted traffic to your website
Michael Shilling@memorygate
#DIGSHOW2014
The bit about me
@memorygate
#DIGSHOW2014
I Shoot Babies [mostly]
Keen Blogger
Studio in South Wimbledon in a Soft-Play Centre
Key Elements
Strangers
Visitors
Customers
Promoters
@memorygate
#DIGSHOW2014
Attract
Convert
Close
Delight
How do we reach the 1%?
@memorygate
Blogging - 55% more web traffic and 70% more leadsGreat content - fantastic and inspiring imagery - helpful articlesEmail
Marketing - still a powerful tool for turning leads into clientsFacebook - can help build email lists, book sessions,
creates advocates of your brand etc etcLanding Pages - helps you test the success of a campaign - one per campaign Google - Google+ - Authorship - Analytics - Webmaster Tools Pinterest -
amazing visual tool TwitterInstagram You Tube
#DIGSHOW2014
Social media marketing trends in 2014
@memorygate
#1. Pay to play
#DIGSHOW2014
Social media marketing trends in 2014
@memorygate
#2. Planning becomes a necessary evil
#DIGSHOW2014
Emerging social media marketing trends in 2014
@memorygate
#3. Brands out-published traditional publishers
#DIGSHOW2014
Social media marketing trends in 2014
@memorygate
#4. Visual social takes centre stage
#DIGSHOW2014
Social media marketing trends in 2014
@memorygate
#5. Social mobile is now mandatory
#DIGSHOW2014
Social media marketing trends in 2014
@memorygate
#6. Social media automation is no
longer a dirty word
#DIGSHOW2014
Social media marketing trends in 2014
@memorygate
#7. Wearable social takes big baby steps
#DIGSHOW2014
Social media marketing trends in 2014
@memorygate
#8. Google+ starts moving content
and then Google begun to dump it
#DIGSHOW2014
Social media marketing trends in 2014
@memorygate
#9. The increasing authority of online
influencers
#DIGSHOW2014
Social media marketing trends in 2014
@memorygate
#10. Brands start ignoring mass media in
larger numbers[and Google starts giving brands lots of love]
#DIGSHOW2014
Inbound Marketing Audit
@memorygate
Create a 'state of the union' report
& Create a monthly report
#DIGSHOW2014
Inbound Marketing Audit Example
@memorygate
#DIGSHOW2014
http://simplymeasured.com/free-social-media-tool
@memorygate
#DIGSHOW2014
@memorygate
New Likes - CUnlikes - DEngaged Users - EReach - HOrganic reach - HPaid reach - NOrganic reach of page posts - AGPaid reach of page post - AJTotal Impressions of your posts - AMPaid impressions of your posts - AS
count of fans online - BT
#DIGSHOW2014
Setting Targets
@memorygate
Based on previous performance which metics would you like to increase and by how much?What would you have to do? - create more image based posts - post more videos etc etcWhat worked? How
easy is it to repeat?
#DIGSHOW2014
Creating content
Creating content
@memorygate
Making artMy definition of art contains three elements:Art is made by a human being.Art is
created to have an impact, to change someone else.Art is a gift. You can sell the souvenir, the
canvas, the recording... but the idea itself is free, and the generosity is a critical part of making art.By
my definition, most art has nothing to do with oil paint or marble. Art is what we're doing when we
do our best work.
Seth Godin
#DIGSHOW2014
Do you remember the old American dream?
Keep your head down
Follow instructions
Show up on time
Work hard
Suck it up
@memorygate
…you will be rewarded
#DIGSHOW2014
The new American Dream
Be remarkable
Be generous
Create art
Make judgment calls
Connect people and ideas
@memorygate
…and we have no choice but to reward you
Seth Godin Linchpin 2010
#DIGSHOW2014
Creating Content
We are creating a product for someone, a unique and bespoke product that no one else can or will own.
Do many people buy truly bespoke products anymore?
Are you in danger of becoming an off-the-shelf photographer?
@memorygate
#DIGSHOW2014
Creating Content
Does THAT excite you?
Is it the reason you want to quit your day job?
Write down three things you are passionate about.......don't write photography
@memorygate
#DIGSHOW2014
My Three Things
Family
Great ideas
The need to create something important
@memorygate
#DIGSHOW2014
Here’s what I do
Family Portrait Photographer
Studio
Location Portraits
@memorygate
#DIGSHOW2014
2 more lists
Describe your personalty in three words or phrases
Make a list of three things that you photograph that really interest you - the best bits of the job!
@memorygate
#DIGSHOW2014
Wedding Photographer Example
Capturing the emotional connection between two people
The tiny details of the day
Candid moments
@memorygate
Heart of sleeve typeThorough and detail drivenAn observer
#DIGSHOW2014
My Answers
Intimate family portraiture
Quirky and humorous portraits
Babies and 1st time parents
@memorygate
An Artist RomanticThink I’m funny
#DIGSHOW2014
Matching your work and personality
@memorygate
Do your interests and personality and work match?Is there a gap between your personal life and your professional work?
#DIGSHOW2014
Bert Stephani
@memorygate
X-Photographer's talk showThe gap between personal and professional work
#DIGSHOW2014
Bert Stephani
@memorygate
He sold a lifestyle - this is true marketingYour blog and your website and YOU are selling a lifestyle so you have to believe it to sell it
Once you do you will find your own Bert Stephani to promote and sell your business
#DIGSHOW2014
Create a profile for yourself
@memorygate
Family Portrait photographer - studio and locationFamilyGreat IdeasThe need and desire
to create something
important
Quirky and humorous portraits
Intimate family portraitureBaby and 1st time parents
#DIGSHOW2014
One thing about tone......
@memorygate
Tell me you love me
#DIGSHOW2014
Who are you writing for?
@memorygate
Who are you clients and what do they like?What do they believe?Who do they trust?What are they afraid of and who do they love?What are they seeking?Who are their friends?What do they talk about?
#DIGSHOW2014
Megan Milstein
@memorygate
She's looking for an engagement ringShe's pregnantNatural livingCloth
NappiesSewingGluten free RecipesCrafts
#DIGSHOW2014
Keyword Research
@memorygate
Food and recipesCreative kids partiesUnique kids spacesCreative cakesChildren's booksNurseries and kids roomsMurals Decals and Wall treatments Painted and paper ceilings in kids roomsFamily finds and products
Kids playroomsArt for kidsBuying guidesKids crafts Outdoor family spacesrainy day funScience for kidsSensory
activitiesLiteracy and Maths Traveling with
kids places to take your kidsMother's and Father's
day giftsPositive Parenting
back to schoolOrganisation ideasteaching Languages
#DIGSHOW2014
Persona Interests Wedding
@memorygate
Wedding InspirationBridal fashion WeekHairstylesmake upUnique
Ideas BouquetsDIYDressBridesmaidsGroomsRed WeddingsBlue WeddingsGreen WeddingsWedding DecorEngagement ShootVintage WeddingsBoho WeddingsTravel Themed WeddingsInspiration
Boards Veils and Headwear Wedding CakesCocktailsTables number and name cardsWedding StationaryJewelleryShoes
Ceremony Ideaschildren at WeddingsWedding FilmsStag and Hen partiesPets at
Weddings BoudoirRustic WeddingsDestination WeddingsColour PalettesGlitterReal
BridesWedding Planning beauty articlesHoneymoon StyleSave the dateModern
WeddingsWedding momentsWedding DiversityRetro Vintage ChicBlack and White
PhotographyNeutralsCelebrity WeddingsNautical WeddingsWinter WeddingsInfographics City
WeddingsWedding lighting Wedding transportNail PolishWedding giftsWedding
Tablescapes
First danceWedding signs Wedding music Wedding venuesHair tutorialsWedding ringsWedding and party foodFairytale Weddings Autumn WeddingsWedding Chair decorWedding favours Sweet bar / buffet Fun photography ideas Cake toppersEco-friendly weddingsBrown paper weddings1940s Glamour Flowers girlsNightwear and lingerie Barn Weddings Wedding lawn gamesUnplugged weddings
#DIGSHOW2014
Persona Interests Family / parenting
@memorygate
Food and recipesCreative kids partiesUnique kids spacesCreative cakesChildren's booksNurseries and kids roomsMurals Decals and Wall treatments Painted and paper ceilings in kids roomsFamily finds and productsback to schoolKids playroomsArt for kidsBuying guidesKids crafts Outdoor family spacesrainy day funScience for kidsSensory activitiesLiteracy and Maths Travelling with kids places to take your kidsMother's and Father's day giftsPositive Parentingteaching LanguagesOrganisation ideas
#DIGSHOW2014
Persona Interests newborn photography / baby
@memorygate
Pregnancy A-ZMotherhoodBaby ShowerThe NurseryBaby NamesBirth AnnouncementsBath timeAwwwMummy fitnessBirthday PartiesMummy ChicStylish PregnancyBaby AnimalsCelebrity Mums and babiesCostumes Words to live byCreative photo projectsGetting ready for babyMust have baby products and gearGender reveal ideas and cakes getting organisedCraftsHealthBelly ShotsFor DadBaby facesParenting newsPregnancy week by week
#DIGSHOW2014
Why are you creating your content?
@memorygate
• To attract new customersTo raise awareness about your company and create buzzTo share more information about your company to help people find youTo foster relationships give them a reason to tell others about youWhat do they talk about?
#DIGSHOW2014
Types of content you could create
@memorygate
Start a series of related postsInvite questions from readers - do this on
social media tooRevisit Old postsListsHow to'sPersonal /
OpinionseBooksVideoAnimated GIFsComics / CartoonsEmbedded
tweets or Facebook posts
#DIGSHOW2014
Types of content you could create
@memorygate
Original DataSlideshare Presentations User Generated ContentTestimonials and case studies Questions - as titles Photography Essays / Editorials Style BoardsAnswering user / customer questions in blog posts
#DIGSHOW2014
Types of content you could create
@memorygate
ReviewsNewsjackingInterviewsRants PredictionsWhat ifsEvent informationInfographicsMemes
#DIGSHOW2014
Brainstorming
@memorygate
Topic Ideas
Subject
Type of content
#DIGSHOW2014
Brainstorming
@memorygate
Weekly
Monthly
Seasonal
#DIGSHOW2014
Fundamentals list
@memorygate
Buyer persona Keyword research Expended keyword research to include interestsEvents throughout the year
- trends and hot spotsContent ideas - brainstorming Where to publish Creating an inbound
marketing audit Creating a Schedule Set targets based on your audit Decide what you are going to
measure Create - publish - promote - watch - replicate and repeat
#DIGSHOW2014
Tools
WordPressrecommended plugins
Wordpress SEO by Yoast - SEO & sitemaps
Vaultpress backup plugin
W3 Total Cache
Digg Digg - Soical media plugin
Akismet - anti spam
WP Smushit - image optimization
Gravity Forms
Google Analtics@memorygate
#DIGSHOW2014
Creating drafts in Evernote
@memorygate #DIGSHOW2014
Social Media Publishing Schedule
@memorygate #DIGSHOW2014
Social Media Publishing HootSuite
Schedule Template
@memorygate #DIGSHOW2014
Creating a Campaign
Directions for campaign
Create client Persona
Create Offer
Do Keyword Research
Create Resource text and Images
Create Blog Post / Landing Page template for offer
#DIGSHOW2014@memorygat
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Create Follow up WorkflowCreate Social Media Sharing ScheduleCreate EmailCreate related Blog Post articles and promoteCreate Facebook ApplicationCreate Facebook Advert
Creating a CampaignPersona
#DIGSHOW2014@memorygat
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Creating a CampaignThe Offer
#DIGSHOW2014@memorygat
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Creating a CampaignKeyword research
#DIGSHOW2014@memorygat
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Creating a Campaignresource text and Images
#DIGSHOW2014@memorygat
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Creating a CampaignLanding Page
#DIGSHOW2014@memorygat
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Creating a CampaignFollow up workflow
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Creating a CampaignSharing
#DIGSHOW2014@memorygat
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Creating a CampaignFacebook App
#DIGSHOW2014@memorygat
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Creating a CampaignFacebook Ad
#DIGSHOW2014@memorygat
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Social Media Tasks Pinterest
@memorygate
Weekly Create different themed board with minimum of 10 pinsPin blogposts to relevant boards Follow 5 new people or boards - relevant
to weekly themeContent sourcesPinterest Search - term of the weekMemory Gate Blog - guest blogs posts
#DIGSHOW2014
Social Media Promotion
Social Media Tasks Twitter
@memorygate
DailyCheck mentions and replyDo a daily RT WeeklyTweet blog posts from Hootsuite and follow schedule Use buffer to tweet from followed RSS
feeds #WeddingWednesdayOccasionally news jack Follow 5 new people - Twitter recommendedContent sourcesMemory Gate blog and guest blogsPhotography feedMummy
blogger feedWedding feed
#DIGSHOW2014
Social Media Tasks Facebook
@memorygate
DailyMin 3 posts a dayMorning - share from feedLunchtime - Memory Gate blog post - old or archived or other content Weekly Share from Buffer - set to post twice a day - late afternoon and early evening Share Pinterest board of the weekPhoto of the week - post to Eddie Catz as shareUpdate cover photoLike 5 new pages - related to weekly Pinterest ThemeContent sourcesMemory Gate blog and guest blogsPhotography feedMummy blogger feedWedding
feedFacebook feed
#DIGSHOW2014
Social Media Tasks Google+
@memorygate
Daily Check mentionsWeekly Share feeds from BufferShare blog posts from Hootsuite Post a gallery of images 3-10 taken from blog post - link to articleFollow 5 people / connect with 5 suggestions Content sourcesMemory Gate blog and guest blogsPhotography feedMummy
blogger feedWedding feed
#DIGSHOW2014